What was the typical consumer before corona?
Before the pandemic, they mainly targeted customers who lacked cooking inspiration and didn’t want to put in too much effort. They were also:
parents who want to spend less time in the kitchen and more time with their family
professionals who have long and busy days and don't want to spend too much time on the cooking process
students who miss home-cooked meals but are too busy with studying and their social life ( read more about these groups in this article )
To give you a better idea of the typical consumer targeted by meal box services, I created a persona: Linda Bakker.
Linda is a young professional, living in Amsterdam Zuidas and has just started a new job as a Business Developer at ABN AMRO. She lives with her partner in a modern apartment close to her office. She often has busy workdays and wants to relax when she is home. Linda does not like all the effort that goes into preparing, planning, shopping and ultimately cooking a meal. She is frustrated by the time it takes and often does not know what to cook. That is why she is looking for a quick and easy way to still put a healthy meal on the table. A meal box from Hello Fresh or similar companies takes the guesswork out of planning and making her dinner.
As can be seen below, Linda might choose Hello Fresh, spain telegram data Marleen cooks or Marley Spoon. It can also be seen that Linda prefers to find these services through online and social media advertisements or recommendations from others.
pre-COVID-19 persona
Pre-COVID-19 persona
Linda Bakkers customer journey
Linda follows the 'feel-do-think' method:
She feels tired and doesn't want to spend too much time planning, shopping and cooking meals after her busy day at work
The 'do' comes after that, because she hears about services like Hello Fresh, and she starts ordering meal boxes from there
After trying the service, she thinks about it. She thinks that it is a convenient service, which gives her more time to relax after work. She doesn't have to worry as much about what to cook.
Linda will therefore recommend Hello Fresh to her friends and family and continue to use the service. In her customer journey, she can be seen feeling tired at the beginning of the journey, but her mood improves after her experience with the meal box service.
